Joel Kinnaman named as face of Swedish brand Bjorn Borg

Joel Kinnaman is the new global brand ambassador for sportswear company Bjorn Borg.

The Swedish-American actor, known for his role as Rick Flag in Suicide Squad and for starring as Erik Heller in TV series Hanna, has been tapped to front campaigns for the company’s upcoming underwear and apparel launches.

“I quickly realised that we had common values and views of training – that it is a key in order to feel better in life,” he said of the collaboration. “The fact that Bjorn Borg also has a mandatory sports hour every Friday showed me that they are serious about their ambition and their goals. To stay in shape both mentally and physically has always been important to me and is now a big part of my everyday life as an actor. Thus, it feels natural for me to join Bjorn Borg in their mission to inspire people to exercise in order to feel better.”


In the first image, Kinnaman is posing in black gym gear featuring the Bjorn Borg logo while sitting in a gym. The full campaign for the spring/summer 2020 season is expected to go live in January.

Regarding the long-term collaboration, Bjorn Borg chief executive officer Henrik Bunge noted that the 40-year-old was a natural fit for the brand, especially as he already enjoys highlighting the many benefits of exercise.

“We strongly believe in Joel’s ability to inspire both men and women to start exercising and consequently feel better. Together with our own and Joel’s belief that training makes people become better versions of themselves, we have found a natural and perfect match. We’re very happy and proud to involve him in our work, our culture and our common goals,” he stated.

Bjorn Borg, named after the former professional tennis player of the same name, also offers footwear, bags and eyewear through licenses.